Online stores are incredibly convenient, and they bring in plenty of customers who don't want to make the trip to a physical location. However, they just don't have the same feel as a physical store. One of the biggest reasons is that there's no human interaction with online transactions. One of the best things you can do to improve your marketing and drive online sales is humanize your online business.

A marketing campaign directed toward individuals creates a better experience for all parties. The users feel like they're being taken care of, and your company reaps the benefits of increased page views, customer engagement, brand loyalty, and improved profits. If you're looking for ways to boost the success of your online marketing campaign, use these tips to make your company seem a little more human.

1. Introduce Your Team

In a physical store, the first thing customers experience is a greeting from an associate. You can replicate this in a web-friendly fashion by introducing your team on your website. Include employee names, a little information about each person, and make it interesting. People want to put a face to the name of the person they'll be working with if they choose a particular service. Overall, this makes it a much more pleasant and personal experience for everyone. 

2. Use Social Media

The best possible way to connect to your customers on a more personal level is through social media. The various platforms make it possible to reach out to your audience, gain reviews, and deliver relevant content. To optimize your social media campaign for personal interaction, consider the following tips. 

Use a Human Name: Though a company page on various social media platforms is important, use a human name as you interact with your page and its followers. 

Give Your Company a Face: Make sure your customers know what you look like. Everyone likes to have a face to put to the name. 

Interact with Consumers: Host activities, offer promotions and deals, and respond to customer comments. 

Social media interaction that's more human in nature is always more successful than the flat, standard ways of using social media to connect to clients. 

3. Create a Consistent Voice

In both your content and your outward marketing schemes, be sure that you use a consistent voice. Every person has their own distinct personality, and your company can have one too if you use a consistent voice in everything you do. It will help to engage your audience and create more consumer interaction. 

This can be difficult to do if you have more than one writer producing the content on your website, but finding and training multiple writers allows you to publish more content across a wider array of topics. Elance, oDesk, ThePensters, and even Craigslist are a few resources for finding freelance writers to help with your content marketing strategy. 

Good writers can fabricate a voice that matches the tone you desire if you describe what you want to them. Write down the characteristics of the voice you want to use in your content and give the summation to each of your writers. Request revisions as many times as you need to in order to get the right voice. The extra cost will be worth the effort.  

4. Give Users a Voice

It's also extremely important to give your users a voice. You can learn a lot from those who visit your website. Make it easy for them to leave reviews by creating a comment form at the end of blog posts or a transaction. Also, ask for reviews and comments on social media. 

Once you've collected a few responses, be sure to acknowledge the users' voices. If they leave bad reviews, comment with your apologies and something that will let them know their voice has been heard. 

If your campaign is successful, everything that you do will lead towards building and maintaining relationships with your clients, and long-lasting relationships are the secret to brand loyalty, more page views, and increased conversions. 

March 30, 2015

Jayson DeMers is the founder & CEO of AudienceBloom, a Seattle-based content marketing & social media agency. You can contact him on LinkedIn, Google+, or Twitter.

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Search Engine Guide > Jayson DeMers > 4 Ways to Humanize Your Online Marketing Campaign to Drive Sales